河北省乳制品消费者购买行为调查分析

发布时间：2018-01-13 08:39

本文关键词：河北省乳制品消费者购买行为调查分析　出处：《河北农业大学》2015年硕士论文　论文类型：学位论文

【摘要】：奶业产业是河北省农业经济的重要支撑性产业,但现在却没有诞生出能够享誉全国的龙头乳制品企业。随着越来越激烈的市场竞争,大的乳制品企业不断兼并收购,小企业的市场空间也越来越小。因此,提升河北省乳制品企业的核心竞争力就成了当务之急。而要想提升其竞争力,就应该弄清楚消费者的购买行为。本文目的是通过对河北省乳制品消费者购买行为调查分析,得出其主要影响因素,为河北省本土乳制品企业了解市场消费情况提供参考,同时也为政府部门宏观决策提供决策依据。本文以消费者决策理论为基础,在对河北省城市居民和农村居民进行乳制品消费者行为问卷调查的基础上,分析了河北省乳制品消费者购买行为的特征,研究了其主要影响因素。本文的研究方法采用问卷调查与统计分析、案例分析与对比分析法。本文的研究内容包括三部分,第一部分为综述。第二部分是消费者乳制品消费情况调查。通过调研发现,河北省消费者的乳制品消费行为比较复杂。健康和保健是乳制品消费者的最重要的消费动机,消费方式和消费结构比较单一,乳制品的品牌集中度高,大众消费者对乳制品的知识与认知不够,获得乳制品信息的方式较少,价格变动对消费意愿有较大影响。各类消费者在年龄、所受教育程度、职业类型、品牌忠诚度、价格和购买方式的认同上有明显差异。第三部分是消费者行为调查分析对乳制品企业、政府和消费者的启示。乳制品企业应该大力发展差异化与细分市场的战略,其次利用电子商务引导消费者参与和通过电子商务提升自己服务价值的对策;政府则应该加强对奶制品的宣传,重塑消费者的信心、加强对乳业各环节监管,建立河北省奶业监管机制一体化、重点扶持本地奶制品品牌,加强河北省乳企联合等措施;最后消费者应该具有一定的乳制品认知能力,形成正确成熟理性的消费行为。本文的创新之处在于通过对河北省乳制品消费者行为进行调研,得到了河北省乳制品消费者购买行为的特征,找出影响消费者行为的关键因素。利用消费者行为理论,进一步分析这些关键因素,首次提出大力发展电子商务的新营销手段与市场细分的差异化市场战略相结合的措施来提高河北省本省乳制品竞争力的可行性建议。
[Abstract]:Dairy industry is an important supporting industry of agricultural economy in Hebei Province, but now it has not given birth to the leading dairy enterprises which can enjoy national reputation. With more and more fierce market competition. Large dairy enterprises continue to merge and purchase, and the market space of small enterprises is becoming smaller and smaller. Therefore, to enhance the core competitiveness of dairy enterprises in Hebei Province has become a top priority. The purpose of this paper is to find out the main influencing factors by investigating and analyzing the purchasing behavior of dairy consumers in Hebei Province. For local dairy enterprises in Hebei Province to understand the market consumption situation to provide a reference, but also for government departments to provide decision-making basis for macro-decision-making. This paper is based on consumer decision-making theory. On the basis of questionnaire survey on dairy products consumer behavior of urban and rural residents in Hebei Province, the characteristics of dairy products consumer purchase behavior in Hebei Province are analyzed. The research methods of this paper are questionnaire survey and statistical analysis, case analysis and comparative analysis. The research content of this paper includes three parts. The first part is a summary. The second part is the survey of consumer dairy products consumption. The consumption behavior of dairy products in Hebei Province is more complex. Health and health care is the most important consumption motivation of dairy consumers, consumption mode and consumption structure is relatively single, and the brand concentration of dairy products is high. The mass consumers' knowledge and cognition of dairy products is not enough, the way of obtaining dairy products information is less, and the price change has a great influence on the consumer willingness. All kinds of consumers are in age, education level, occupation type. There are significant differences in brand loyalty, price and purchase methods. The third part is the analysis of consumer behavior of dairy enterprises. The enlightenment of the government and consumers. Dairy enterprises should vigorously develop the strategy of differentiation and segmentation of the market, and then use electronic commerce to guide consumers to participate and improve their service value through electronic commerce. The government should strengthen the propaganda of dairy products, rebuild the confidence of consumers, strengthen the supervision of all aspects of the dairy industry, establish an integrated supervision mechanism of dairy industry in Hebei Province, and focus on supporting local dairy brands. Strengthening the combination of milk and enterprises in Hebei Province; Finally, consumers should have a certain cognitive ability of dairy products to form a correct and rational consumption behavior. The innovation of this paper is through the investigation of dairy consumer behavior in Hebei Province. Obtained the characteristics of consumer purchase behavior of dairy products in Hebei Province, found out the key factors affecting consumer behavior, and further analyzed these key factors by using consumer behavior theory. It is the first time to put forward some feasible suggestions on how to combine the new marketing means of E-commerce with the differentiated market strategy of market segmentation to improve the competitiveness of dairy products in Hebei Province.
【学位授予单位】：河北农业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F326.3;F713.55

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